Forecourt Consumer Duty: What Every Car Sales Team Needs To Know-2025

Let’s cut the jargon: you’re on the frontline. Every time someone walks onto the forecourt or clicks “get finance quote,” they’re trusting you to do the right thing. And under Consumer Duty, that’s not just nice-to-have, it’s exactly what the FCA expects.

Here's what you need to know, in plain English, to make sure you're delivering fair, transparent, and supportive customer experiences.

✔️ Selling with transparency means showing the full picture

✔️ Spotting & supporting vulnerable customers

✔️ What "good outcomes" look like

✔️ Five simple forecourt rules every salesperson can follow

✔️ Final word

1. Selling With Transparency Means Showing The Full Picture

Think clear, not clever.

• Always state the representative APR when you talk about finance. Don’t hide it.
• Explain monthly payments plainly: the term, how much deposit is needed, total cost, and APR.
• Don’t lead with “from £179/month”, price is only helpful if accompanied by context about terms and status.

This creates trust, avoids confusion, and keeps you compliant with the Duty’s cross-cutting rule to avoid foreseeable harm.

2. Spotting And Supporting Vulnerable Customers

Vulnerability doesn’t always look like an obvious disability.

FCA data indicates that approximately 4–5% of motor finance customers may be vulnerable, but only 17% of those who are vulnerable are being flagged or receiving assistance.

What to watch for:

• Hesitation or confusion when talking numbers
• Asking the same question multiple times
• Apologetic or anxious tone: “Sorry, I don’t understand…”

If you spot these signs:

• Slow down
• Use clear, simple language (avoid jargon)
• Ask if they’d like a moment or need help understanding
• Offer ways to revisit the conversation later… no pressure

It doesn’t have to be awkward, and it doesn’t have to kill the sale.

3. What "Good Outcomes" Look Like

Under Consumer Duty, good outcomes aren’t just words, they're actions. Here’s how they look on the forecourt:

• The customer understands their finance deal: APR, term, total repayable
• They feel no undue pressure, even during upselling
• If things don’t go smoothly, they know how to access support easily
• Finance is suitable for their circumstances, not just for us to move stock

4. Five Simple Forecourt Rules Every Salesperson Can Follow

1. Be transparent - open with APR and total cost details once finance enters the conversation.
2. Use plain English - “monthly payment” beats “instalment”; explain what the terms mean.
3. Slow down for uncertainty - pause if someone looks lost or unclear.
4. Flag and support vulnerability - you don’t have to ask sensitive questions, just show empathy and offer help.
5. Show them support channels - “If you want a second look at this or have questions later, here’s who to ask…”

Each of these links back to the Duty’s principles: act in good faith, avoid harm, and enable customers’ financial goals.

Final Word

In 2025, the FCA isn’t just looking at your finance numbers, they’re watching how you treat customers, especially when it matters most.

By being clear, empathetic, and patient, you’re not just ticking regulatory boxes. You’re building trust, increasing conversions, and protecting reputations, both yours and the dealership’s.

Partner with Marsh, Free Compliance Support, No Strings Attached

Need help making Consumer Duty work on your forecourt? Our dealer and broker partners get free access to Marsh Finance’s compliance experts, no jargon, no judgment, just practical advice that keeps your team FCA-ready.

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